Bringing it all together for PR + Social Media Success PR 2.0

This presentation was shared at the PR+Social Media Summit at UW-Whitewater on October 14, 2009. The contents of this presentation shares how business, organizations and non-profits can leverage
…

This presentation was shared at the PR+Social Media Summit at UW-Whitewater on October 14, 2009. The contents of this presentation shares how business, organizations and non-profits can leverage social media in their pr activities. An interesting part of the content includes the differences and similarities of traditional pr and new social pr. Some of the main advances in pr 2.0 is the inclusion of during- and post-event content and information sharing.

11.
OBJECTIVES |
• Combine a traditional approach to PR with Social Media activities.
• Social media can bolster PR.
• 10 PR skills of tomorrow that are needed today.
• Social media tools and tips that can help you kick butt in PR.
comet marketing + public relations evolved

13.
A Realist's
Guide to the
Most Successful
Social Strategies
comet marketing + public relations evolved

14.
A Realist's
Guide to the
HOW PERSONAL AND
Most Successful
PROFESSIONAL Social Strategies
BRANDS
COLLIDE IN SOCIAL
MEDIA
comet marketing + public relations evolved

15.
A Realist's
Guide to the
HOW PERSONAL AND
Most Successful
PROFESSIONAL Social Strategies
BRANDS
COLLIDE IN SOCIAL
MEDIA
Selling Your Boss + Selling Your Client, Views points from healthcare, education and agencies
comet marketing + public relations evolved

16.
Blogging to Success:
A Manpower
International Case Study
A Realist's
Guide to the
HOW PERSONAL AND
Most Successful
PROFESSIONAL Social Strategies
BRANDS
COLLIDE IN SOCIAL
MEDIA
Selling Your Boss + Selling Your Client, Views points from healthcare, education and agencies
comet marketing + public relations evolved

17.
Blogging to Success:
A Manpower
International Case Study
A Realist's
Guide to the
HOW PERSONAL AND
Most Successful
PROFESSIONAL Social Strategies
BRANDS
COLLIDE IN SOCIAL
MEDIA
Research + Distribution + Measurability for PR in Social
Media
Selling Your Boss + Selling Your Client, Views points from healthcare, education and agencies
comet marketing + public relations evolved

18.
Bringing it all together for PR + Social Media Blogging to Success:
Success A Manpower
International Case Study
A Realist's
Guide to the
HOW PERSONAL AND
Most Successful
PROFESSIONAL Social Strategies
BRANDS
COLLIDE IN SOCIAL
MEDIA
Research + Distribution + Measurability for PR in Social
Media
Selling Your Boss + Selling Your Client, Views points from healthcare, education and agencies
comet marketing + public relations evolved

19.
Bringing it all together for PR + Social Media Blogging to Success:
Success A Manpower
International Case Study
A Realist's
Guide to the
HOW PERSONAL AND
Most Successful
PROFESSIONAL Social Strategies
BRANDS
COLLIDE IN SOCIAL
MEDIA
Research + Distribution + Measurability for PR in Social
Media
Selling Your Boss + Selling Your Client, Views points from healthcare, education and agencies
Government Agencies -
Leveraging Social Media
Innovations for Success.
comet marketing + public relations evolved

20.
Bringing it all together for PR + Social Media Blogging to Success:
Success A Manpower
International Case Study
How Social Media is Impacting Job Search
A Realist's
Guide to the
HOW PERSONAL AND
Most Successful
PROFESSIONAL Social Strategies
BRANDS
COLLIDE IN SOCIAL
MEDIA
Research + Distribution + Measurability for PR in Social
Media
Selling Your Boss + Selling Your Client, Views points from healthcare, education and agencies
Government Agencies -
Leveraging Social Media
Innovations for Success.
comet marketing + public relations evolved

21.
Bringing it all together for PR + Social Media Blogging to Success:
Success A Manpower
International Case Study
K-Mart’s Social Media Experience and
(Mommy) Blogger Relations
How Social Media is Impacting Job Search
A Realist's
Guide to the
HOW PERSONAL AND
Most Successful
PROFESSIONAL Social Strategies
BRANDS
COLLIDE IN SOCIAL
MEDIA
Research + Distribution + Measurability for PR in Social
Media
Selling Your Boss + Selling Your Client, Views points from healthcare, education and agencies
Government Agencies -
Leveraging Social Media
Innovations for Success.
comet marketing + public relations evolved

22.
Bringing it all together for PR + Social Media Blogging to Success:
Success A Manpower
International Case Study
K-Mart’s Social Media Experience and
(Mommy) Blogger Relations
How Social Media is Impacting Job Search
A Realist's
Guide to the
HOW PERSONAL AND
Most Successful
PROFESSIONAL Social Strategies
BRANDS
COLLIDE IN SOCIAL
MEDIA
Research + Distribution + Measurability for PR in Social
Media
Selling Your Boss + Selling Your Client, Views points from healthcare, education and agencies
Government Agencies -
Leveraging Social Media The Importance of Conversion + SEO
in PR2.0 and Social Media
Innovations for Success.
comet marketing + public relations evolved

23.
Bringing it all together for PR + Social Media Blogging to Success:
Success A Manpower
International Case Study
K-Mart’s Social Media Experience and
(Mommy) Blogger Relations
How Social Media is Impacting Job Search
A Realist's
Guide to the
HOW PERSONAL AND
Most Successful
PROFESSIONAL Social Strategies
BRANDS
How Harley is Revving up Engagement with
COLLIDE IN SOCIAL Social Media
MEDIA
Research + Distribution + Measurability for PR in Social
Media
Selling Your Boss + Selling Your Client, Views points from healthcare, education and agencies
Government Agencies -
Leveraging Social Media The Importance of Conversion + SEO
in PR2.0 and Social Media
Innovations for Success.
comet marketing + public relations evolved

24.
Bringing it all together for PR + Social Media Blogging to Success:
Success A Manpower
International Case Study
K-Mart’s Social Media Experience and
(Mommy) Blogger Relations
How Social Media is Impacting Job Search
A Realist's
Guide to the
HOW PERSONAL AND
Most Successful
PROFESSIONAL Social Strategies
BRANDS
How Harley is Revving up Engagement with
COLLIDE IN SOCIAL Social Media
MEDIA
Nuts about Southwest - Leading Research + Distribution + Measurability for PR in Social
the way in Social Media Media
Innovation
Selling Your Boss + Selling Your Client, Views points from healthcare, education and agencies
Government Agencies -
Leveraging Social Media The Importance of Conversion + SEO
in PR2.0 and Social Media
Innovations for Success.
comet marketing + public relations evolved

25.
WHAT IS | PUBLIC RELATIONS |
comet marketing + public relations evolved

26.
WHAT IS | PUBLIC RELATIONS |
• PR is the practice of managing the communication between an
organization and its publics.
comet marketing + public relations evolved

27.
WHAT IS | PUBLIC RELATIONS |
• PR is the practice of managing the communication between an
organization and its publics.
• PR = “earned media”
comet marketing + public relations evolved

28.
WHAT IS | PUBLIC RELATIONS |
• PR is the practice of managing the communication between an
organization and its publics.
• PR = “earned media”
• PR results in 3rd party credibility
comet marketing + public relations evolved

29.
WHAT IS | PUBLIC RELATIONS |
comet marketing + public relations evolved

30.
WHAT IS | PUBLIC RELATIONS |
Almost any organization that has a stake in how it is portrayed in the public
arena employs some level of public relations.
comet marketing + public relations evolved

31.
WHAT IS | PUBLIC RELATIONS |
Almost any organization that has a stake in how it is portrayed in the public
arena employs some level of public relations.
comet marketing + public relations evolved

32.
WHAT IS | SOCIAL MEDIA? |
comet marketing + public relations evolved

33.
WHAT IS | SOCIAL MEDIA? |
• Content created by people using highly accessible and scalable
publishing technologies.
comet marketing + public relations evolved

34.
WHAT IS | SOCIAL MEDIA? |
• Content created by people using highly accessible and scalable
publishing technologies.
• A shift in how people discover, read and share news, information and
content.
comet marketing + public relations evolved

35.
WHAT IS | SOCIAL MEDIA? |
• Content created by people using highly accessible and scalable
publishing technologies.
• A shift in how people discover, read and share news, information and
content.
• A fusion of sociology and technology.
comet marketing + public relations evolved

36.
WHAT IS | SOCIAL MEDIA? |
comet marketing + public relations evolved

37.
WHAT IS | SOCIAL MEDIA? |
• A shift from monologues to dialogues and conversations.
comet marketing + public relations evolved

38.
WHAT IS | SOCIAL MEDIA? |
• A shift from monologues to dialogues and conversations.
• People change from content readers into publishers and sharers.
comet marketing + public relations evolved

39.
WHAT IS | SOCIAL MEDIA? |
• A shift from monologues to dialogues and conversations.
• People change from content readers into publishers and sharers.
• Allows people to connect in the online world to form both personal and
business relationships.
comet marketing + public relations evolved

40.
WHAT IS | SOCIAL MEDIA? |
• A shift from monologues to dialogues and conversations.
• People change from content readers into publishers and sharers.
• Allows people to connect in the online world to form both personal and
business relationships.
• Enables brand-to-person, person-to-person, person-to-brand and
brand-to-brand connections.
comet marketing + public relations evolved

42.
WHAT IS | SOCIAL MEDIA’S IMPACT ON PR ? |
User-generated content has flipped
traditional PR and media on its head,
leaving many communications
professionals an journalists dazed and
confused.
comet marketing + public relations evolved

43.
WHAT IS | SOCIAL MEDIA’S IMPACT ON PR ? |
User-generated content has flipped
traditional PR and media on its head,
leaving many communications
professionals an journalists dazed and
confused.
*Putting the Public Back in Public
Relations
comet marketing + public relations evolved

44.
WHAT IS | SOCIAL MEDIA’S IMPACT ON PR ? |
User-generated content has flipped
traditional PR and media on its head,
leaving many communications
professionals an journalists dazed and
confused.
*Putting the Public Back in Public
Relations
comet marketing + public relations evolved

47.
WHAT IS | SOCIAL MEDIA’S IMPACT ON PR ? |
Social Media and Web 2.0 are altering the entire media landscape, placing
the power of influence in the hands of regular people...
comet marketing + public relations evolved

48.
WHAT IS | SOCIAL MEDIA’S IMPACT ON PR ? |
Social Media and Web 2.0 are altering the entire media landscape, placing
the power of influence in the hands of regular people...
*Putting the Public Back in Public
Relations
comet marketing + public relations evolved

49.
WHAT IS | SOCIAL MEDIA’S IMPACT ON PR ? |
Social Media and Web 2.0 are altering the entire media landscape, placing
the power of influence in the hands of regular people...
*Putting the Public Back in Public
Relations
comet marketing + public relations evolved

50.
WHAT IS | SOCIAL MEDIA POWER ? |
comet marketing + public relations evolved

51.
WHAT IS | SOCIAL MEDIA POWER ? |
People want to be treated like people.
comet marketing + public relations evolved

92.
PR vs. PR 2.0 |
In today’s version of public relations, companies no longer need to rely on the media
to tell their story to their prospective customers. They can do it themselves.
comet marketing + public relations evolved

94.
PITCH PLANNING | SOCIAL MEDIA
• No longer have to rely on tools like Cision, Vocus for everything
comet marketing + public relations evolved

95.
PITCH PLANNING | SOCIAL MEDIA
• No longer have to rely on tools like Cision, Vocus for everything
• Deeper research is possible, more tools, more resources
comet marketing + public relations evolved

96.
PITCH PLANNING | SOCIAL MEDIA
• No longer have to rely on tools like Cision, Vocus for everything
• Deeper research is possible, more tools, more resources
• Opportunities to build relationships through personal connections, interests
comet marketing + public relations evolved

159.
WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY |
1. Strong Journalistic Writing + Storytelling – We must always be able to tell a
strong story with all of the relevant information beyond the what, when, who and
where. Craft an engaging and relevant story.
comet marketing + public relations evolved

160.
WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY |
1. Strong Journalistic Writing + Storytelling – We must always be able to tell a
strong story with all of the relevant information beyond the what, when, who and
where. Craft an engaging and relevant story.
2. Relationship Development – PR is so much more than press releases, media
relations and pitching. We need to be able to develop relationships on multiple
levels of an organization, with the media/bloggers, with customers, the social
community and with people who have opposing views.
comet marketing + public relations evolved

161.
WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY |
1. Strong Journalistic Writing + Storytelling – We must always be able to tell a
strong story with all of the relevant information beyond the what, when, who and
where. Craft an engaging and relevant story.
2. Relationship Development – PR is so much more than press releases, media
relations and pitching. We need to be able to develop relationships on multiple
levels of an organization, with the media/bloggers, with customers, the social
community and with people who have opposing views.
3. Business Acumen – Access to C-Suite level discussions and decision making is
only possible if we can offer well-rounded and strategic business
recommendations. This ability can only come from experience and practical
knowledge. We need to be able to look at a business and help figure out what it
needs to grow business and sales through PR/communications/social media.
comet marketing + public relations evolved

163.
WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY |
4. Curiosity + Restlessness – Within every industry, there are people who are
constantly curious and restless about what they do. They lead the pack. These
people are always keeping tabs on new developments and trying to find new
ways to do things. The moment we become comfortable and satisfied with the
current state of things, that’s the exact moment to be concerned. We, the PR
industry, should always be thinking about what comes next and evolving what
we do.
comet marketing + public relations evolved

164.
WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY |
4. Curiosity + Restlessness – Within every industry, there are people who are
constantly curious and restless about what they do. They lead the pack. These
people are always keeping tabs on new developments and trying to find new
ways to do things. The moment we become comfortable and satisfied with the
current state of things, that’s the exact moment to be concerned. We, the PR
industry, should always be thinking about what comes next and evolving what
we do.
5. Programming + Design – We all need an understanding of web programming so
we can communicate with programmers to get what we need to build a Web site
and contribute/edit and customize content. It would be ideal to know some
coding ourselves, but a lot can be said about having someone who is truly
skilled take the lead. As blog platforms continue to evolve and become easier to
use, we still need to have an understanding to communicate changes or the
ability to make tweaks and changes on our own.
comet marketing + public relations evolved

166.
WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY |
6. Working knowledge of social media distribution platforms – For all of the great
elements of social media, one drawback is that the social web has many
disparate gathering places. Applications for social media publishing continue to
evolve and distribution platforms like Shoutlet are coming to the forefront to
help communications pros distribute content across many channels (email,
Twitter, Facebook, widgets, etc.) simultaneously.
comet marketing + public relations evolved

167.
WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY |
6. Working knowledge of social media distribution platforms – For all of the great
elements of social media, one drawback is that the social web has many
disparate gathering places. Applications for social media publishing continue to
evolve and distribution platforms like Shoutlet are coming to the forefront to
help communications pros distribute content across many channels (email,
Twitter, Facebook, widgets, etc.) simultaneously.
7. Video creative direction, writing + production – The social web is fueled by
engaging and relevant content. One of the most attractive forms of that content
is video. The caveat within this element that is interesting is that video for the
social web needs to be very good, but it does not have to be great. Frankly, the
slicker the video looks the less authentic it feels and the less accepted it will be
in the social web. Because of this, we don’t need to be super-duper Grade-A
class video producers, but we need to be pretty good.
comet marketing + public relations evolved

169.
WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY |
8. Community gardening – Many people refer to this as community management,
but a friend of mine recently shared with me that he doesn’t think we can fully
“manage” a community. I liked what he had to say. If you think about it, the
masses probably don’t want to be managed. In this, a PR pro needs to be able to
help grow a community and foster activity and conversation within it.
comet marketing + public relations evolved

170.
WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY |
8. Community gardening – Many people refer to this as community management,
but a friend of mine recently shared with me that he doesn’t think we can fully
“manage” a community. I liked what he had to say. If you think about it, the
masses probably don’t want to be managed. In this, a PR pro needs to be able to
help grow a community and foster activity and conversation within it.
9. Walking the talk – There are many lessons that can only be learned within the
art of social public relations by doing it for yourself. There is no better teacher
than personal experience. If we aren’t out there writing blogs, doing podcast/
videocasts and growing a community for ourselves or our own agencies/
companies, all we can do is talk. And how far will that get us? If we are doing
all of these things, we are learning every day and those learnings can then be
used to drive strategy for our clients and others.
comet marketing + public relations evolved

171.
WHY WAIT ? | TEN PR SKILLS OF TOMORROW THAT ARE NEEDED TODAY |
8. Community gardening – Many people refer to this as community management,
but a friend of mine recently shared with me that he doesn’t think we can fully
“manage” a community. I liked what he had to say. If you think about it, the
masses probably don’t want to be managed. In this, a PR pro needs to be able to
help grow a community and foster activity and conversation within it.
9. Walking the talk – There are many lessons that can only be learned within the
art of social public relations by doing it for yourself. There is no better teacher
than personal experience. If we aren’t out there writing blogs, doing podcast/
videocasts and growing a community for ourselves or our own agencies/
companies, all we can do is talk. And how far will that get us? If we are doing
all of these things, we are learning every day and those learnings can then be
used to drive strategy for our clients and others.
10. Proving Return on Investment – This is an area that I will leave for Sara
Meaney to handle as the Left Brain of Comet Branding. Although I’m not fully a
numbers person, I do understand and value how important they are. If we can’t
prove to our clients that the programs we are running for them are worth it,
then it’s not worth a heck of a lot. We have to show proof, proof and more proof.
comet marketing + public relations evolved